fluent360, as part of Team DDB, played a key role in helping the U.S. Army modernize its iconic “Be All You Can Be” ad campaign.

We led the strategy, creative, and production for several Gen Z-focused, multicultural marketing spots, including “First Arrival”, “First Patch”, and “First Target”.

Each piece was shot documentary-style, offering an up-close, personal, and somewhat unfiltered portrayal of soldiers embarking on new experiences as they begin their Army journey.

Gen Z wants to make a mark on the world, but they aren’t sure if they can. Through this recently released work, our goal is to empower Gen Z and show them that the U.S. Army can help them to discover their passions and follow their dreams.